A CONTROVERSIAL energy drink called ‘Cocaine’ and billed overseas as being more than three times stronger than Red Bull has gone on sale in Australia.

While the drink does not contain any actual cocaine, the US and UK versions have 280mg of caffeine for every 250ml can – a concentration that is illegal in Australia and New Zealand.

Local distributors say Cocaine Energy Drink is being targeted at young people in a marketing ploy that has been roundly condemned overseas.

“Cocaine is synonymous with energy,” John Mancini from Wize Distributors told news.com.au.

“People over 30 or 40 have got a different view (of the word), but to anyone between 16 and 30, they go ‘I’ll try that’.”

But Paul Dillon from Drug and Alcohol Research and Training Australia said it was abhorrent that people were trading on such a controversial name.

“I find it despicable that people are importing these sorts of products,” Mr Dillon said

“I think what the public have to realise is that these people are all about making a quick buck.

“Something like this that is out there attracting attention is going to be more appealing for a certain group.”

Over the past fortnight, several shipments of the drink – originally advertised as a legal alternative to drug of the same name – have arrived from New Zealand and cans are being sold across Sydney’s western suburbs.

The Australian version of the drink contains just 80mg of caffeine per can to comply with regulations.

A spokeswoman for Food Standards Australia said that as long as the amount of caffeine in Cocaine adhered to regulations and the cans contained correct labelling, the product was legal.

The spokeswoman for Food Standards Australia said that as long as the amount of caffeine in Cocaine adhered to regulations and the cans contained correct labelling, the product was legal..

At the time New York, a city councillor called for a boycott of the drink.

“There are only two reasons that you would seek to use this infamous and insidious name to market your so-called energy drink,” councillor James Sanders said. “Either you are woefully ignorant of the horrors of cocaine addiction, or your god is the dollar bill.”

David Raynes from the UK National Drug Prevention Alliance also criticised the manufacturer soon after the launch.

“It is people exploiting drugs,” Mr Raynes said. “It is a pretty cynical tactic exploiting illegal drugs for their own benefit.

“The fact is that subliminally, it is making the image of drug use cool and that’s what kids what to be, cool.”

The drink was temporarily pulled from shelves in the US after complaints, but has since returned to sale.